// Free tool
Sales win rate calculator
Wins divided by decided deals - simple arithmetic that teams still get wrong by counting open pipeline. Enter a period's outcomes below for your count and revenue win rates, then read on for what the two numbers mean when they disagree.
Closed lost only - leave open deals out of it.
Win rate by count
30.0%
12 of 40 decided deals
Win rate by revenue
25.7%
$180,000 of $700,000 decided
win rate = won ÷ (won + lost)
Measure one period at a time (a month or quarter) and keep the starting stage consistent between periods - the rate is only comparable to itself.
The formula, and the trap in it
Win rate = deals won ÷ (deals won + deals lost). The trap is the denominator. Open deals do not belong in it, which means your win rate is only as honest as your discipline about marking deals closed lost. A pipeline where losses quietly age instead of closing shows a flattering win rate and a horrifying sales cycle - the two errors cancel in no useful way.
Count versus revenue: when they disagree
The two rates diverge in exactly the situations worth knowing about:
| Pattern | What it usually means | What to do |
|---|---|---|
| Count high, revenue low | You win small deals, lose big ones | Study the last five large losses - it is usually a competitor or a missing capability, not price |
| Count low, revenue high | You win the deals you focus on | Tighten qualification; the small losses were never real deals |
| Both falling | Market shift or qualification drift | Re-check the entry stage definition before panicking |
| Both rising on thin volume | Possibly great, possibly noise | Check pipeline coverage before celebrating |
Where to start counting
Win rate has no meaning without a fixed starting line. From every inbound lead, single digits is normal. From qualified opportunity, the commonly cited B2B range is 20-30%. From proposal stage, healthy teams see half or more. None of these is the right number - the right number is yours, measured from the same stage every period, moving the right direction. Pick the stage where a real sales conversation begins and hold it constant.
The data problem underneath the metric
Every win rate conversation eventually hits the same wall: the number is computed from stage data someone was supposed to maintain. Deals that died without being marked lost, stages moved in batches before the pipeline review, wins logged a week late - the arithmetic is trivial and the inputs are fiction. Ahoy attacks the inputs: every email, call, and meeting is captured automatically, agents flag deals that have gone quiet so losses get closed instead of aging, and stage changes are prepared from what actually happened in the conversation. The win rate you review is computed from records that kept themselves current.
Frequently asked questions
How do I calculate sales win rate?
Deals won divided by total deals decided (won plus lost), over one period. Ten wins against thirty losses is a 25% win rate. Count only deals that reached a decision - open pipeline belongs in neither the numerator nor the denominator, and including it is the most common way teams flatter or punish the number.
What is a good win rate in B2B sales?
Commonly cited B2B averages sit around 20-30% measured from qualified opportunity to close - but the honest answer is that the number depends entirely on where you start counting. A 20% rate from first qualified call and a 20% rate from proposal describe very different funnels. Benchmark against your own trailing quarters before anyone else's survey.
Should I measure win rate by deal count or by revenue?
Both, because they disagree in useful ways. Count win rate treats every deal equally and reads as sales-execution health. Revenue win rate weights by deal size and reads as market fit at the segment level. Winning 40% of deals but 15% of revenue means you close the small ones and lose the ones that matter.
Why is my win rate dropping?
The usual suspects, roughly in order: qualification loosened (more bad-fit deals entering the funnel), a new competitor in late-stage deals, price raised without repositioning, or - most common and least detected - the definition drifted because deals sit open forever instead of being closed lost. A CRM that flags stalled deals keeps the denominator honest.
How often should a small sales team review win rate?
Monthly at 10-50 people, quarterly for the trend line that matters. Small teams close few enough deals that a single week is noise; a month is signal, a quarter is direction. Watch it alongside sales velocity so a rising win rate cannot hide a shrinking pipeline.
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